MODERN DAY GEEKS

Idioms for idiots

2012-01-26T00:17:00.001-05:00

Who came up with the expression "missing the forest through the trees"?
It's an expression I've been hating on forever.
I'm around 2-people-telling-me-shy of loathing it.

And I love me some trees.

Thankfully, in my world of digital strateegery, I see value in being able to get as many details as possible and macro-ing up from there. I find having a solid base gives me a stronger grasp on something if I understand how to handle it from justabout any angle.

But here's the problem - SOME people get myopic.
They get obsessed with details, get into the weeds, and then...they miss the proverbial "forest"

Let's be clear here, not everyone can handle the foliage - it's overwhelming. An acquired taste.
To those people, I say BOO YOU.

"There are too many details" "Lets cut the fat" "what do they mean?" "Why are they telling me this?"
I get it....it's kindof like having a massive case of ADHD if you're on the unexpected receiving end of this.
Having said that, I think it definitely depends on whether you're being GIVEN too many details or you're ASKING for too many. Some people do both - I usually do both but I'm trying to keeping it to asking for too many when the situation doesn't permit.

But back to the people who can't handle being given all the details:
I don't think you realized what you may have done to people who live on asking for details.

For me, when I ask for details, I'm actually looking for angles on how to boil things down. And most people who understand the method know that. They know I don't really want to get all crazy and actually care about how their silk is spun from virgin caterpillars, or whatever. I'm picking up subtle cues, while listening for something totally different as they answer questions. Ways to organize thoughts and answers. The method is my Adderall.

Fair enough, sometimes the details aren't relevant, but I'd much rather clients give me MORE info than I need rather than having me assume things along the way and then have to re-do all kinds of work I've gotten passionate about and driven 12 miles out with.

But DONT assume I'm getting into the weeds when I ask questions.
Because that's the problem. You're assuming you actually know the motivation behind my questions, when sometimes, I'm still looking for motivation.
Yes, sometimes it's a balancing act - but that's part of the process.

I'm sure everyone has had moments/stories in their lives where they reveal brilliant insights in the otherwise "weedy" spots, and more often than not, it happens by accident. Because by explaining something in detail - you hear youeself, you realize something....talking it out works.
It's what therapists charge their patients all that money for...

I say bring on the forest, or the trees, or whatever!!!
Those of us who can handle it are lumberjacks - we're gonna chop it down and turn it into somefin great.

Look at the time, looks like our hour is up.
See ya next week?

Super Bowl XLVI: The Year Of The Teaser?

2012-01-25T15:22:00.004-05:00

Ah the Super Bowl. Football and possibly winter's most anticipated television event. The tight pants, the upsets, the delicious and high-calorie count food, and last but not least, the most exciting TV ads to grace the screen all year. Ok, perhaps not the best ads to grace the screen all year but definitely the biggest media buy you'll see. 2012 has brought the dawn of the newest addition to the Super Bowl family: the Super Bowl Ad Trailer.

With VW's recent launch of "The Bark Side", a continuation of their Star Wars themed spots that won everyone over in 2011, they've launched a teaser for their upcoming 2012 Super Bowl spot. It's release in early January had it buzzing all over Facebook within days and several other companies have followed suit.

Just recently, Bridgestone and Kia have launched celeb heavy spots that are bound to make the rounds in the weeks to come, just in time to create buzz for the main event.

Take your boots off: an idea on being prepared at the airport

2012-01-13T17:01:00.001-05:00

It always surprises me when I get to the security line at the airport and see people that are not prepared.

The Classic example:
Slowly putting personal effects out on the conveyor.
Forgetting to take out electronics.
Keeping belt on.
Leaving change in pocket.
Not taking boots off.
Forgetting about that bottle of water in bag.
Asking if the security person can allow said bottle because it was just bought.

Seriously, don’t people read signs? Don’t they know by now that liquids and ~~weapons~~ sharp objects are not plane friendly?

Ok this post is not meant to be a rant. (although travel stories would make for a rather entertaining read).

Alternatively, I’d like to propose a solution: a Nexus-like program for security.

Nexus (or Global Entry for other countries) allows frequent travelers to bypass long passport/immigration control lines.
By simply signing up, paying a fee and satisfying certain requirements (one of which is an interview), users gain the added benefit and freedom of “skipping” the line.

Wouldn’t it follow suit that you would have a similar program for security lines?

Like a driver’s test, the program would seek to educate and enforce security protocols by rewarding compliance and efficiency.
The awarded badge would allow access to a different “express” security line where all travellers would be experts at being processed.

Result? Better experience, enhanced processing, new revenue stream: seems like a good idea to me.
I'd pay for that!

Thoughts?

Mr. Kringle, VP Creative Director?

2011-12-20T09:33:00.004-05:00

Would you sit on your Creative Director's lap? He may not be as creative as some but he's definitely embodied the spirit of the holidays.

From http://adverveblog.com/

Happy Holidays everyone!

I've never visited a tampon site...

2011-12-07T11:29:00.002-05:00

Until now.

OB Tampons recently experienced a supply shortage which has caused a frenzy of hoarding from consumers. As an apology to consumers, Johnson & Johnson Canada created a video to show consumers how very, triple sorry they are for the inconvenience.

Visitors to the site simply type in their name upon arrival and are then treated to a personalized apology from OB. I have never in my life visited a tampon website- making this a great driver for OB- turning this mishap into a beneficial situation for the brand.

Be sure to give it a try http://www.obtampons.ca/apology

Anna

Go Beyond the Product

2011-10-24T18:38:00.001-04:00

In a recent online campaign for L'Oreal's Dermanblend Pro, Tuxedo Montreal has released some pretty incredible footage of one of Montreal's most recognized faces: Rick Genest...also known as "Zombie Boy" in a piece called "Go Beyond the Cover".

Rick's made headlines before - thanks the hours of artwork painstakingly tattooed onto his 25 year old skin, working as a model for the likes of Thierry Mugler and most recently with Lady Gaga for her "Born This Way" video. As all things Geek go on this blog - some of us are tattoo fans. I for one, am a huge tattoo fan...but have yet to ad to my collection (of 1 so far).

As far as products go - this one is intense: it's tat cover-up, and as you can (rather can't) see - it does the job insanely well. BUT - as far as agency executions go - I'm a little peeved Tuxedo and L'Oreal went the way they did - ESPECIALLY seeing as they also posted the behind the scenes footage as the highlight reel.

Here's the original video:

The purpose of this product is that if ever you'd need to cover up a tattoo, you could do so with Dermablend Pro. But they've missed out on WHY people get tats: often an expression, a modification, a drawing on canvas. Tattoos are many things, to many people. They are something personal and most importantly: permanent. If someone needed to cover up a tat - one might assume it's a function of conformity or of growth (from a past experience - requiring covering up).

The execution here, part of what Tuxedo is calling a VIRAL campaign does NOT go "beyond the cover": you've got a video of someone who LOVES tats so much, he's covered his skin in them. And now - he covers them up, and reveals them all over again. The shock portion of this video is attained by those who've never seen "Zombie Boy" when they freak out when he wipes away the product. But to those who KNOW Genest or have seen/heard of him before - they'd think it's strange to see Zombie Boy without his tats.

Here's the behind the scenes content:

One of the most compelling moments in the entire reel, is when Genest turns to the camera in the "behind the scenes footage" and explains "I'm used to my own skin" - BOOM - there's your piece! There's your insight. It's now time to re-write your campaign brief. Spin the hours of footage to celebrate people who are tattooed, and how they LOVE their tats. Knowing this tiny piece of intel, you can see how a target audience wouldn't want to cover them up all the time.
Ok, so the client won't buy that full-on. So find an angle about resurgence. Get the advertiser who's made a product to cover up tats, to spin a piece about loving tats (because, being a savvy agency you tell them, the more ppl get tats, the more ppl might need to cover them up at certain points/occasions in their lives....and this makes business sense - and an awesome campaign for tattoo lovers).
Celebrate the reason for this product's existence - don't just shock consumers with someone's extreme love for tattooing their body. I'ma use your own words here....but "go beyond the cover".

Don't just give us a shock and awe piece.

Dammit! I wish I could work on isht like this. But alas, I work elsewhere.

On a positive note, what this campaign DOES do though, is makes me want another tattoo.
So thanks L'Oreal...you'll be hearing from my mother.
^P

Great OOH For Fisherman's Friend.

2011-08-26T14:39:00.001-04:00

What a cute concept from today's Marketing Mag

Tiny Talking British Dog?!

2011-08-25T17:03:00.003-04:00

I enjoyed this from Saatchi & Saatchi London and so should you!

Earthquakepocalypse

2011-08-23T16:05:00.002-04:00

Via Gizmodo

Yes. The ground shook in NYC and Toronto.
No, the MDGers did not feel it.

Apart from the serious emotional scars I (Paolo) have due to NOBODY coming into the conference room I was in to tell me THE BUILDING WAS BEING EVACUATED...it appears there are those, as with many natural disasters who have suffered far worse tragedy.

Happy Friday!!

2011-08-19T11:32:00.002-04:00

Get your running man on folks!

xo Anna

Doppelgängers Abound!

2011-08-16T18:32:00.000-04:00

Two women.
Top of their fields - both rated by their countries as part of the top 40 under 40 crowds.
To the left, Isabelle Hudon - who I've had the pleasure of working with 3 years ago.
To the right, Carolyn Everson - who I just met whilst in a meeting at FB.

Funny how Doppelgängers are closer to one another than they think.
Serendipity much?

My guess: everyone's got a doppelgänger in NYC.
-P

You know what today is?

2011-08-11T18:24:00.000-04:00

It's freaking

Meee bro - it's gunna be awesome!

The Battle for Email Domination!

2011-08-11T13:56:00.001-04:00

As the battle for Social reign rages on
(see the flags below - which one are you waving btw?)

There's been this totally awesome fight taking place over the past 2 weeks when Microsoft launched a smear campaign aimed at Gmail.

What I don't like here is - no, not the 1970s humor - that they're calling out the business model instead of the product features. Talk about going after a brand with the wrong consumer voice...the worst is that it's the little girl in the ad is the one who's apparently concerned with her emails being read. The save is that it's explained to her via a reproduction simile. Kindof awesome.
Kudos to the writers.
Crap to the strategists/planners on the creative brief.

Why? Because Google fights back with Email intervention.

The response is a hard-hitting product feature call-out via insanely dry humor. Google's bet here is that Microsoft's argument pales in comparison to their lack of basic free features. Not to mention the call outs on the seemingly archaic branding behind the @ sign.

Awesome lil fight here.
Gotta love it.
P

It's clear to me I need a vacation

2011-08-04T22:53:00.000-04:00

and so, sometimes, I ask myself....

Am I the only one?

Didn't think so.

-P

Nancy Grace = Angry Bird... The Trial

2011-07-18T23:22:00.004-04:00

I've had enough of the Casey Anthony trial and my roommate who has been complaining about stupid Americans. The only good thing I got out this whole trial was my understanding of "Not Guilty", chloroform and Nancy Grace's fierce face.

Kswiss Powers Up

2011-07-13T17:00:00.000-04:00

Like you haven't seen it already....
Kenny Powers and Kswiss pair up for an awesome repositioning of what seemed to be the lamest sneaker company (positioning wise) in a while.

Pretty damn awesome move Kswiss.
Eastbound and Down!
Nice job.

It's a Wunderful world in Wunderland

2011-05-06T17:17:00.002-04:00

This week, the Miniatur Wunderland in Hamburg unveiled the newest addition to it's collection: an airport.

Apparently Knuffingen Airport took over 6 years to plan and build. (link)

Check it out for youself:

Um, next trip Hamburg?
C@t

Influencers online

2011-04-14T11:55:00.000-04:00

Great lil cartoon from PeopleBrowser on the evolution of influencers in the online space.Made me smile.-P

Instant Win; Longterm Loss.

2011-04-08T14:06:00.003-04:00

For what I believe might be the second time around, one of my favorite Canadian brands (and a company that gave me one of my first starts in Marketing and Advertising) Air Canada, has launched it's Win the World campaign.

The Premise: A contest.

Through an instant win online generator, you can determine whether you win one of literally thousands of prizes.

Channel Support: TBD.

Unsure as to ATL and BTL efforts as I'm in another country, but social efforts abound via Twitter and a FB page.

Messaging Strategy: Heavy Lifting / To-The-Point

Messaging squarely promotes the campaign as a contest. The name of the contest is reason to believe enough.

The Execution: A Microsite.

Visitors to the site are given a "chose your own adventure" type of game, unclear on whether or not the outcome of the game's segments may dictate the resulting prize (or lack thereof).

The Take: Ease up on the cool-aid.

The site rich in what appears to be flash and video assets, but the storyline seemed inconsistent with the brand's current image campaign. 20+ second segments of the game appeared to be nothing more than hard-sells, never delineating a clear storyline. Messaging leading up to the microsite was also unable to convey any soft-selling to set expectations as to what was on the site. As such, consumers excited to hear about prizing are lead into to "playing a game" (sacrifice/payout benefit is still perceived as satisfactory) but the execution feels more like watching endless pre-rolls.

The effect that it's having on consumers is even worse.

The Facebook page is rife with comments complaining about the duration of the videos, the frequency of sales tactics, and the misunderstanding by Air Canada of the word "instant".

My point: Digital consumers are geniuses.

Digital consumers are fast, smart, and get what they want when they want it.

People know that a shortcut for hitting the "back button" is backspace.

As a brand, losing your audience is part of the advertising game, but not losing certain audience members can sometimes be worse in social spaces.

Be sure to set expectations, and deliver.

Aren't contests about rewarding people?

The objective of this campaign seems not to have been "thank consumers" but instead "raise awareness of our product features". In that case, when's the last time a campaign on product feature awareness performed well with a contest? Wise crack warning: I wonder what the recall question could be for this campaign: "How many aeroplan miles can you get for upgrading?" Please guys. No.

Seems like this execution is causing more visible bad than good.

Solution: Simple.

Start showcasing some happy winners to have me believe that there is in fact a pay-out!

Nobody likes being forced to do things they don't like (I'm going to say based on personal/artistic tastes....cuz that's subjective....right?). Because as a consumer, and or a fan of the brand - you don't want to be left feeling dirty by the end of the whole thing.

And remember:

Marketing Cool-Aid (read: Endless pre-roll) is never a content strategy.

The only people telling you that are vendors - not partners.

Let's move forward digitally,
Paolo

No comment, just watch!

2011-04-01T22:12:00.002-04:00

I came across this today and it's awesome. Enjoy.

tUnE-yArDs Bizness - Full Version from mimi cave on Vimeo.

xx
Anna

Hardcore Data Protection Solution

2011-03-23T12:47:00.000-04:00

Via

Visual Note Taking

2011-03-10T15:04:00.000-05:00

While revisiting some of the old SXSW stuff from 2010, and dreaming of the 2011 conference I'm not attending. I stumbled across this awesome lecture re: visual note taking.Quite awesome.Also, a good friend of mine, who works at Ogilvy will be posting updates to the Ogilvy website in this exact visual style.Always been a visual note geek.
LOVED THIS PANNEL from last year.Not sure if I mentioned this yet....but this is AWESOME.
Visual Note-Taking 101 from SXSW 2010

View more webinars from Austin Kleon.

Jennifer Aniston's Sex Tape

2011-03-07T13:35:00.001-05:00

Aniston summons the NERDS to direct/educate on her "video virus" for Glaceau's Smart Water.

Too bad their attempt at humor and or online media intelligence falls flat - just like their water...but maybe that's a good thing.

Thoughts?

Barbra Streisand bangs Charlie Sheen

2011-03-04T22:43:00.002-05:00

The Sheen media coverage has been fantastic and has only made Charlie that much more powerful when CBS comes back begging for his return. Modern Day Geeks love Charlie Sheen and Modern Day Geeks love Duck Sauce/Barbra Streisand. This is what it sounds like when we mix them up:

Barbra Streisand bangs Charlie Sheen (DJ MILES edit) by thedjmiles

Ahh 404

2011-03-01T10:54:00.000-05:00

Awesome.

Nicely done eightbit.me... nicely done.

Via TechCrunch